From Meme to Main Text: The Reversal of Epitext in the Case of Zanmang Loopy

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Key Points

This research aims to analyze how digital platform memes transform original text's visual system and reverse the hierarchy with epitext.
Analyzed the visual language of memes generated from the character Zanmang Loopy on digital platforms.
Examined emotional circulation among user groups and platform-based dissemination.
Conceptualized the process as a reversal of epitext through structural reinforcements.
Memes reinterpreted the character from a gentle image to one that performs cynicism and humor.
The visual language reinforced by user engagement influenced its return to formal visual systems.
The study highlighted a new mechanism where digital emotion, platform, and visual language are interwoven.

Analyzes how memes transform visual language, changing the text-epitext hierarchy in digital platforms.

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Jiyon Han (2026) studied this question.

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